What Chinese want
Subtitle: inside the mind of the modern Chinese consumer
By: by Tom Doctoroff
Publisher: Palgrave Macmillan
Published: 2012
Place of publication: New York
Language: eng
Format: Hardcover
Number of pages: 272
ISBN-13: 9780230340305
Subjects: Marketing; Attitudes; Economic conditions; Consumers; Consumers' preferences
Description: Tom Doctoroff explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers. --from publisher description

China is emerging as an economic superpower, yet, as advertising executive Doctoroff explains, advertising and marketing practices in China often seem radically different from, and more complex than, their Western counterparts. Because their sensibilities are deeply rooted in their history and culture, Chinese consumers traditionally value strong nationalist and family ties, anti-individualism, and Confucian ideals such as "clever resourcefulness." Gaining familiarity with China's basic philosophies and culture will help businesspeople create new opportunities.
Notes: Includes index.